Groww: Product Tear Down

Product Hood Challenge #45

Submitted By:
Saksham Jain
 PROBLEM STATEMENT
You need to tear down an investing
application Groww to understand various
solved and unsolved pain points. Also
recommend any changes, improvements,
or features to make the app more usable
and valuable, while keeping in mind the
feasibility and viability.

ASSUMPTIONS AND SCOPE CHOSEN

1. Considered only, Groww's Android application

for product tear down challenge
2. All the figures and facts related to ratings,
reviews, etc. are from Google Play Store only
3. Chose stock investment feature for tear down
considering it's their primary product

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 ABOUT GROWW
Groww is an investment platform that
provides insights and let users invest
in mutual funds, Indian and US
stock market, IPOs, ETFs, FDs, etc.

Founded in 2017 by Lalit Keshre,

Harsh Jain, Neeraj Singh, and Ishan
Bansal, the company was launched in
Frequency word Cloud of 30 recent reveiws
Bengaluru, Karnataka. Avg Rating (of last 30 reviews): 3.1 Stars

FACTS ACTIVE CLIENTS OF TOP BROKERS

4.6 Stars (6 Lac+ Reviews):
On google play store
63.9 Lacs 57.7 Lacs 40.6 Lacs
Ranks #5 in Finance Category 4.2 Stars (2L reviews) 4.4 Stars (1L reviews) 4.6 Stars (6L reviews)

On Google play store India

12 Million Monthly Active User 30.9 Lacs 17.2 Lacs 12.8 Lacs
as of Sept'2021 4.4 Stars (8T reviews) 4.2 Stars (3L reviews) 4.3 Stars (25T reviews)

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 USER PERSONAS

Name: Sunil Name: Shreya Name: Rohit

Occupation: Retired officer Occupation: IT Professional Occupation: Trader
Age: 55 years Age: 25 years Age: 35 years

Goals and Objectives Goals and Objectives Goals and Objectives

To stay up to date on Need assistance in finding To allocate 30% of the
companies in his portfolio and fundamentally strong portfolio to long term
keep investing in them companies using fundamental investment and use the rest of
Want to analyze his portfolio, ratios financial statements, the amount for intraday and
change its allocation on the growth outlook, etc. F&O trading
basis of analysis, and change To invest for long term on Looking for investing platform
in goals and time horizon with bluechip companies on the which provides all the
age as compare to early basis of research done by her information, features, and
investing days simple UI

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 Play store Search: For keywords related to the stock market, investing, mutual funds, etc over Google Play Store, Groww's
application is coming on the 1st page.
App download page: Great ratings (4.5 stars) with 6 Lac reviews and 1Cr+ downloads. Tagline: "Yeh Market Sabka Hai" boost
confidence. It also shows primary products available in "About this app". The user gets a good impression and a sense of
excitement, curiosity, and delight to realize that she found the right app.
Recommendation: Can show monetary benefits like 0% commission on Direct MF, free demat account opening, etc.on landing page

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
On opening, the app is showing PAN and Bank Account Verification: Helping new users who don't have
1. Stocks, ETFs, Direct Mutual Funds details or don't have a pan card itself by providing FAQs solving various queries
2. T&C and Privacy Policy page along with answers and links to assist users in the process and completing
3. Option to continue with Google or use mail id the onboarding. These links will help in converting the users who don't have
4. Various permission asked while filling KYC proper documents but are looking for steps to get them in place.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 Clicking on "ALL STOCKS", shows the companies' list default sorted by the Market cap. The toggle option shows Market Price, Market Cap, and 52
weeks low and high. On clicking "Filter/Sort", it gives various options to sort by. The filter covers most of the basic options.
Missing: It can also include a few advanced filter options like fundamental ratios (such as D/E, P/E, etc.), dividend yield, etc. which will help users
going to a different platform to filter or find stocks (it will increase engagement, session time, retention and acquistion).

Groww puts stories on its icon whenever

they want to convey a change or addition
in feature. Great interactive way!!

Horizontal scrolling showing Nifty 50,

Sensex and Nifty Bank indices details.
Other indices should also be included to
give more holistic yet specific overview

After login in, the page provided overall

market conditions like price and change
in major indices, top gainers (top losers
shown later after scrolling, possibly to
avoid demotivating users by showing
negative stocks and reducing bounce
rate), categories (FnO, Intraday, IPO, SGB),
market news (and their impact of
respective share price)

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
The "Overview Tab" of the Index shows its performance, composition, scrip details, mutual funds, ETFs, index information, and other indices.
The "F&O Tab" gives a list of top put and call options by volume, their details, and option chain information.
Overall, it covers most of the options and details that a user can require to know about indices or trade its F&O

Whatsapp share helps

users to share and
discuss, as well as
promote Groww,

The chart type option

on the chart graph
shows the option to
toggle between candle
stick or line chart. This
serves the needs of all
types of investors and
keep things simple
and separate. The
maximize option just
above opens a new
page with advanced
options for experts

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 After indices, users get options to view top gainers and losers. On clicking, it displays stocks in action grouped
into different categories like top gainers, losers, top by volume, 52W high, and low. Covers all major categories.

On the "Market trends" page, the option to select stocks in action for a
particular category is given. In options, users get to choose from NIFTY
100, NIFTY 500, NIFTY Midcap 100, and NIFTY small 100.
Missing: Other major sectoral indices options like IT, Infra, Bank,
Pharma, Auto, FMCG, Energy etc.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 Four Categories: F&O,
Intraday, IPO, and SGB

When opening F&O or Intraday for the first time, three-page introductions come stating the risk these products posses
1. F&O: Shows market overview, then display top traded index options. Also gives the option to directly search any particular scrip or check
the open order and positions.
2. Intraday: Shows top intraday stocks. Can add "Search feature" and "Open Order & Positions" for Intraday category like F&O so that user
can search from here itself if stock not present in the list, and it maintains UI Consistency
3. Sovereign Gold Bonds: The page gives an overview, benefits, and currently open SGBs.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 4. IPO: Shows current and
The IPO page displays list of "Open
upcoming IPOs, with a
Now" IPOs and "Upcoming" IPOs.
number of IPOs open
On clicking the IPO, the Company
showing in the green box.
IPoO page shows basic details as
well as important information like
Strengths, Risks, Financials, and
FAQs to help users in making
informed decision

Another critical data that many

investors check is Grey Market
Price (GMP) of the company. If
allowed legally and research
shows its positive impact on
Groww's metrics, live GMP can
also be included to help users

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 The "Market News" page shows stocks trending in news. On opening page, it gives a list of news sorted Other than "Market News" page,
by time posted along with a change in the share price of the corresponding company. The list is curated users can get particular company's
from sources like ET, Business Standard, India InfoLine, etc. This page help users in staying updated news from corresponding Scrip's
with the latest news and share it over WhatsApp along with Groww link which helps promoting it. page as well along with other details

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 The last section of explore page is "Watchlist". After checking the overall market condition, next thing the
user looks for is how's her bookmarked stocks are performing. Thus, the Watchlist section should move
upper, right below "Market Indices". On click watchlist, the user goes to expanded view with the option to
change the list, create new list, add scrips and sort the list using various filters.

Feature of "Collections" should

be included, just like present in
Mutual fund section. The
collections will have a bunch of
stocks categorized into various
packets like: Low D/E, Low P/E,
Dividend Yield etc. It'll increase
acquisition, retention.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 Company's Stock Page: On Scrip's page displays: Name, CM Price, 1D change, chart (line and candlestick) with filters, add to watch list
searching the company's option, sector of the company, and option to share over WhatsApp.
name, all relevant options On scrolling, users get all the required important data under "Overview Tab"
come like equity, FnOs, Mutual
Fund, ETFs, etc. The categories
are also properly shown on
the right side of each option
to give clarity to users

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 In "Overview Tab: users get information related to Performance, Expert Ratings, Fundamentals, Financials, About company, shareholding
pattern, top mutual funds invested, similar stocks, and recently viewed stocks. (Bold items are usually not present in the competitor's app)
Along with that, users can also view the definition of terminologies used, by clicking on help icon beside each information. These helps users in
understanding various terms and become more comfortable with stock market. (Increased retention, nps and engagement)

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 "News" and "Events" tab are mostly present in other leading stockbrokers. While "F&O" tab is not usually present but can prove to be useful for
traders trading in F&Os. They don't have to go back, search respective F&O again and check. It also gives holistic view of major relevant F&O
which can prove to be quite beneficial and time-saving for investors.

One critical feature for

many investors is setting
price alerts for the
company. Groww does
not have the option to
set price alerts, which
can disappoint and
annoy users who might
need to check prices
regularly. It should be
provided with details like
a short description, price
point below or above,
and company name.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 After clicking buy, Users get all the features a stockbroker
should provide like changing Stock exchange, Market or Limit
Price, checking the market depth, available balance, etc. For
beginners, they also provide detailed information about "Stop
Loss" orders, their usage, etc.
On putting quantity more than the permissible limit, a
message appears just above the "Buy" button showing the
maximum share one can purchase. Overall, intuitive and
simplified UI for users.

In Validity, only "Day" and "Immediate" option is available.

Competitors have started providing GTT (Good till triggered)
orders nowadays, which helps both fundamental and
technical investors to enter or exit a stock at a particular
price point. This should be added in Groww as well.

Another Feature for long-term investors who perform

research while buying stocks is SIP in equities. This helps
users to invest in companies on a periodical basis rather than
investing in mutual funds or buying stock frequently.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
 DASHBOARD: It shows all the orders executed that day (F&O, Intraday, or delivery), current portfolio status In Filter, one more category
like holdings, returns, 1D return, etc. Also, the option to check all orders and verify the holdings. should be added of type of
Missing: It should also show portfolio analytics where it can show the distribution of portfolio with orders so that users can
respect to the type of orders (intraday, delivery, F&O), large-mid-small cap companies, short and long differentiate between delivery
term gains, etc just like Groww shows for mutual fund, but with lesser details. and intraday orders.

Problem Statement About Groww Discovery On Boarding Product (Explore) Product (Dashboard)
THANK
YOU!